‘The Natural Next Step in Our Evolution’: Beam Suntory Embraces the Spirit of Globalization With Name Change
spirits brand was changing its name to Suntory Global Spirits. (Photo: Suntory Global Spirits)
Beam Suntory announced on Tuesday that the brand is changing its name to Suntory Global Spirits, just in time for the 10th anniversary of its 2014 acquisition of Beam.
“Suntory Global Spirits demonstrates our global leadership and premium position in the market, while enabling us to build upon the strong and positive brand recognition that Suntory has worldwide,” Suntory Global Spirits President and CEO Greg Hughes said in a news release. “The dedication that Suntory CEO Tak Niinami and Suntory Holdings have shown to advancing our culture and business growth — while also preserving the legacy of craftsmanship and interplay of traditions exemplified in brands from Jim Beam to Laphroaig and Maker’s Mark to Yamazaki — is extraordinary. Becoming Suntory Global Spirits is the natural next step in our evolution.”
Suntory Global Spirits claims that since the Beam acquisition in 2014, it has grown in revenue from $2.5 billion to $5.5 billion.
Additionally, the company says its team has grown to over 6,000 employees all over the globe.
In August, Suntory announced a $3 billion partnership in Australia and New Zealand, a move very much in alignment with the brand’s global vision. The partnership was between Beam Suntory and Frucor Suntory, and the venture was named Suntory Oceania.
Whiskey appears to be the calling card for Suntory at the moment. Suntory Global Spirits is the home for brands like Jim Beam, Maker’s Mark, Yamazaki, Hakushu, Hibiki, Bowmore, Ardray, Laphroaig, Kilbeggan, Tyrconnel and Connemara whisk(e)ys.
As far as agave spirits, Suntory Global Spirits is the parent company behind Hornitos, Tres Generaciones, Sauza, and El Tesoro.
The brand additionally represents a Japanese craft gin called Roku and Sipsmith London Dry Gin.
“Now is the moment to deepen our shared passion for the innovation and artistry that deliver incredible experiences through our products and fully unlock our unified advantage across our leading spirits portfolio,” Suntory Holdings President and CEO and Suntory Global Spirits Executive Chairman Board of Directors Tak Niinami said. “Since the acquisition of Beam Inc. in 2014, the company has gone through an incredible transformation to become an even stronger organization, led by our shared values of Yatte Minahare, Growing for Good and Giving Back to Society. We’re grateful to the entire global team under Greg’s leadership as we continue to inspire the brilliance of life in harmony with nature and grow the trust and love that people have for Suntory around the world.”
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